Originally the idea was developed between Umeå Energi and its ad
agency as a way to celebrate the city's green electricity, which
primarily comes from hydro and wind power.

Around the city, 30 bus stops were retrofitted with the same type
of lights used to help combat seasonal affective disorder, also
known as SAD, a type of depression that tends to occur in the
winter. Advertisements usually lit up inside the bus shelters
were swapped out for special light panels.

At first the new lights were so bright that bus drivers
complained about the safety hazard. Then the lights got switched
to the shelter exteriors. One day after the switch, Norrgård said
she was driving home and saw passengers standing outside in the
snow just to be near the outer light panel.

So far the lights have been up for several weeks and received
more than 450 "likes" on Umeå Energi's Facebook page. Since the
project is local, there are no current plans to expand it
although the people who sell ad space in bus shelters have been
fielding inquiries from other parts of Sweden, Norrgård said.